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1、 Q3 2024CONNECTED TV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COM2ABOUT THIS REPORTThis report provides insights into a common challenge in Connected TV(CTV)advertising-the usage of Bundle IDs to identify apps and

2、 the challenges around mapping these Bundle IDs to the actual apps.Unmapped Bundle IDs are problematic for targeting,reporting,and may also be indicative of fraud/spoofing.These findings are based on over 2.2 billion open programmatic ad impressions across CTV platforms analyzed by Pixalate in Septe

3、mber 2024.These are some of the main reasons for Apple TV Bundle IDs staying unidentified:-Bundle IDs for the incorrect CTV OS/Platform(8%)-Bundle IDs identified as mobile-only apps(25%)-Bundle IDs that were malformed and/or couldnt be deciphered(8%)From an ad spend point of view,this accounts for o

4、ver 6%of open programmatic ad spend on Apple TV devices.The report also includes a list of the top 10 malformed Bundle IDs on Apple TV devices.TABLE OF CONTENTS Key Concepts.4-5Pixalates Bundle ID Classifications .6-7Malformed/Unidentified Bundle ID Trends.8-9Top Malformed/Unidentified Bundle IDs .1

5、0Global Bundle ID Trends.11Methodology&Disclaimer.12-143REPORT AUTHORSAmit ShettyPatrick McClureHawn SmithProduct ManagerAd FraudData AnalystVP ProductMelwin PoovakottuDirector Data ScienceCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COMThe use of Bundle IDs or

6、iginated on iOS and Android mobile apps as a means to identify apps.As mobile app stores matured,these became unique and were referred to generically as“App Store IDs”(“App Bundles”on Android and“Bundle IDs”on iOS).When this concept moved to CTV Apps,defining Bundle IDs was completely left to the di

7、scretion of CTV platforms,even though each CTV platform had its own“App Store ID”.IAB Tech Lab published guidance standardizing the use of App Store Ids.Since they are heuristically created,Bundle IDs are not regulated and not guaranteed to be unique.These variations are caused by entities concatena

8、ting additional information,such as OS Platform,Channel,Network or Program information:E.g.:n.ctv.roku is an attempt to describe the CNN channel on the Sling TV Roku App4App Store IDs Bundle IDsIdentifiers typically generated by the App Store:Guaranteed to be uniqueCan be verified on their respectiv

9、e app storeE.g.:46041(Sling TV on Roku),B00ODC5N80(Sling TV on Fire TV)Key ConceptsThe use of Bundle IDs originated on iOS and Android mobile apps as a means to identify apps.As mobile app stores matured,these became unique and were referred to generically as“App Store IDs”(“app bundles”on Android a

10、nd“bundle ids”on iOS).When this concept moved to CTV Apps,Bundle IDs were completely left to the discretion of whoever was using them,even though each CTV platform had its own“App Store ID”.More information available here by IAB Tech Lab.Since they are manually created,Bundle IDs are not regulated a

11、nd not guaranteed to be unique.These variations are caused by entities concatenating additional information,such as OS Platform,Channel,Network or Program information:E.g.:n.ctv.roku is an attempt to describe the CNN channel on the Sling TV Roku App Strings used to identify CTV Apps:Often follows th

12、e“reverse domain”notation Identifies the platform(Roku,Samsung,etc)orIdentifies the channel En.rokuCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COMVariations make it difficult to match Bundle IDs to the correct app.5Sample of Bundle ID Mapping in Pixalates Medi

13、a Ratings Terminal(MRT)Bundle ID Variations lead to challenges with targeting,measurement and fraud detection.More detailed information can be found on our blog post(CTVs Bundle ID Crisis)on this topicPixalates CTV Bundle ID to App Store ID mapping technology is core to its CTV impression measuremen

14、t and IVT detection.This Machine Learning technology enables Pixalate to identify impressions down to the CTV Platforms and channels.Pixalate CTV Bundle IDs to AppStore IDs Mapping TechnologyCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COM659%of Apple TV Bundle

15、 IDs were mapped to an app(APPLE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS,SEPTEMBER 2024,AS MEASURED BY PIXALATE)The declared Bundle ID matches a known App Store ID on the matching CTV platform,which is unique.Ex:“1557287817”“1068337978”App Store ID(ASID)Mapped Bundle IDUsing Pixalates“bu

16、ndle mapping”technology,the declared Bundle ID has been associated with/mapped to a known App Store ID on the matching CTV platform.Ex:“com.hulu.plus.appletv”“com.natgeo.tv”CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COM741%of Bundle IDs on Apple TV could not

17、be mapped to an app(APPLE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS,SEPTEMBER 2024,AS MEASURED BY PIXALATE)Incorrect CTV PlatformThe declared Bundle ID matches a known App Store ID using Pixalates“bundle mapping”technology,but was found to be the incorrect CTV platform,which may be a signa

18、l of fraudulent/spoofed/invalid traffic.Ex:“95307”(Roku ID)“G18331012212”(Samsung ID)Mobile-Only Bundle IDThe declared Bundle ID matches a mobile/tablet apps official Bundle ID,but does not have a matching analog in a CTV app store,which may be a signal of fraudulent/spoofed/invalid traffic.Ex:“3136

19、24917”(iOS-only app)“503569987”(iOS/iPadOS-only app)Malformed/UnidentifiedEven after processing with Pixalates“bundle mapping”technology,the declared Bundle ID doesnt fall into any of the prior definitions,and often does not resemble a standard CTV Bundle ID.Ex:“*APP_ID*”“i79zj-h00b5”8Only 41%of Bun

20、dle IDs across Apple TV traffic used actual App Store IDs,requiring the remaining traffic to be mapped.41%CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COM98%of Measured Bundle IDs on Apple TV Traffic were Malformed/Unidentified(APPLE TV GLOBAL OPEN PROGRAMMATIC

21、 ADVERTISING IMPRESSIONS,SEPTEMBER 2024,AS MEASURED BY PIXALATE)Want to see all the apps?Schedule a demo:pixal.at/demo3+Bundle IDs2+BundleIDsUnmappedMapped*Definitions for Pixalates various classifications of CTV bundle IDs shown here can be found on Slides 6-7.Top 10 Malformed Apple TV Bundle IDs A

22、PPLE TV PLATFORM;TOP CTV BUNDLES BY IMPRESSION SOV;SEPTEMBER 2024;AS MEASURED BY PIXALATETOP 10 Apple TVRank(By Impression SOV)Malformed/Unidentified Bundle ID15232783237948143eyeq483895205373551964070664738121148onefox96219373106680159Global Averages of Bundle ID Types Across All CTV PlatformsGLOBA

23、L OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS,SEPTEMBER 2024,AS MEASURED BY PIXALATEBundle ID CategoryImpression SOV%Unique Bundle ID SOV%Malformed/Unidentified1%12%Mobile-OnlyBundle ID1%22%ASID for IncorrectCTV Platform1%5%Mapped Bundle ID12%29%App Store ID85%33%*Data across the Roku,Amazon Fire TV,S

24、amsung Smart TV,and Apple TV platforms,presented here to highlight the global averages of Bundle ID types across all CTV Platforms.METHODOLOGY&DISCLAIMERCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COMGeneralFor this report,Pixalates data science and analyst te

25、am analyzed over 2.2 billion open programmatic advertising transactions across more than 12 thousand CTV Bundle IDs mapped to over five thousand unique CTV apps on Roku,Amazon Fire TV,Samsung Smart TV,and Apple TV traffic in September 2024.In the context of this report,programmatic ad transactions,a

26、s measured by Pixalate,are proxied for advertising share of voice and advertising spend.Pixalates datasets which are used exclusively to derive these insights consist predominantly of buy-side open auction programmatic traffic sources.Connected TV(CTV)Pixalate defines CTV based on the device being u

27、sed by the end-user.Examples of CTV devices include Apple TV,Roku,Chromecast,Amazon Fire TV,Smart TVs,and gaming platforms.13METHODOLOGYCTV Bundle MappingPixalate differentiates between multiple types of CTV app identifiers:App Store IDs are identifiers typically generated by the App Store.They are

28、guaranteed to be unique and can be verified on their respective CTV app store.IAB Tech Lab published guidance standardizing the use of App Store Ids.CTV Bundle IDs are heuristically created strings used to identify CTV apps and channels,are not regulated,and are not guaranteed to be unique.Pixalate

29、uses proprietary ML algorithms to enable the identification and mapping of CTV bundles,mapping impressions to their respective app and platform App Store ID.Share of Voice(SOV)Based on the proportion of sold programmatic ads that go to a certain device,operating system,category,etc.For example,if Ro

30、ku App X received 20 of 100 total Roku impressions in one quarter,its quarterly impression SOV would be 20%.CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COM14DISCLAIMERThe content of this report reflects Pixalates opinions with respect to the factors that Pixal

31、ate believes can be useful to the digital media industry.Any data shared is grounded in Pixalates proprietary technology and analytics,which Pixalate is continuously evaluating and updating.Any references to outside sources should not be construed as endorsements.Pixalates opinions are just that,opi

32、nions,which means that they are neither facts nor guarantees.Pixalate is sharing this data not to impugn the standing or reputation of any entity,person or app,but,instead,to report findings and trends pertaining to the time period studied.This reportincluding all content set forth hereinconstitutes

33、 Pixalate“Materials”under Pixalates Terms of Use,and is licensed subject toand conditioned expressly uponcompliance with each of the applicable terms and conditions of such Pixalate Terms of Use.Apple logo(s)are trademarks of Apple Inc.Pixalate is a global platform for privacy compliance,ad fraud pr

34、evention,and data intelligence in the digital ad supply chain.Founded in 2012,Pixalates platform is trusted by regulators,data researchers,advertisers,publishers,ad tech platforms,and financial analysts across the Connected TV(CTV),mobile app,and website ecosystems.Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic(SIVT)ABOUT PIXALATEStay CTLLFFStay CTLLFF